From screens to streets: Interpretations of English-Speaking expatriates in Korea with reference to their prior experience of Hallyu and cross-cultural adjustment

초록

This study explored the role of Hallyu (the Korean Wave) in the cross-cultural adjustment of English-speaking expatriates in Korea. Through a series of semi-structured focus group interviews with 19 participants, this research examined how prior experience with Korean popular culture affects the expectations, preparedness, and adaptation processes of expatriates, drawing on cross-cultural adaptation and cultural fusion theory. Findings indicated that participants with prior Hallyu experience demonstrated a better understanding of social customs and basic language skills, contributing to their confidence and competence in daily tasks. However, despite the initial advantages, Hallyu exposure alone was insufficient to overcome long-term challenges such as discrimination, legal issues, and the feeling of being an outsider. This research bridges the fields of intercultural communication and expatriate studies, highlighting the potential of mass media as a tool for anticipatory adjustment in international relocations. © 2025 Elsevier Ltd

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